Posts tagged ‘social media marketing’

January 18th, 2012

3 simple things more important than Social Media skills

by Laurent François

This week, I had the pleasure to discover again 3 simple things that were far more impactful on my consumer journey than Social Media skills:

  • a service provider (plumber) called to inform me that he was on his way to my apartment: how come delivery guys for e-business never tell you when they’re in?
  • I’ve been looking for hours a bloody serial number on a bloody heater: I still don’t understand how it’s possible that a missing number drives a whole value chain down, as the sales I had on the line could not tell me what to do. Non-sense.
  • I gave tips to a pizza delivery guy who made his job very well. But I still can’t pay more a great service on many e-shops

It’s still marketing prehistory around here!

 

 

 

 

January 12th, 2012

TV, Social Media, and the reasons why we should watch TV

by Laurent François

Another article for Social Media Today on the reasons why TV is the main crossroad for Social Media.

Check this out!

 

November 20th, 2011

A new Social Marketing Approach: Hyphenated Marketing

by Laurent François

There’s a big controversy these days in Social Media Marketing between the huge business opportunities and the fact that the more consumers are digitally empowered, the less they want to release their personal data and privacy to third parties.

TNS Digital confirms this trend, demonstrating that not so many Social Networks users are open to brands.

In this attention economy, the competition has never been that strong. A competition that not only happens in a virtual world but truly in real life: local stores are progessively implementing Social Media tactics; mash-ups are now in-store (see H&M + Lanvin former collection).

Marc Menesguen, Managing Director of Strategic Marketing for L’Oréal has recently declared for Cap Gemini that “The difference between the traditional model and the new one that is emerging, is a difference between positioning and movement.Today it’s not enough to think about brand positioning (…) the consumer
is even more central to our strategy. Whereas in the mass media model, typically centered on television, everyone received the same message, with digital media we can design much more targeted marketing”
.

Consistency, tiny groups, dynamic story instead of static positioning, fusion of online + “offline” contact areas…there are inferred new practices that also reveal a new marketing paradigm. The goal is no longer to make a consumer enter a classic marketing funnel. The idea is first to be relevant enough to shape a weak link, a real “hyphen” between the brand and the consumer.

Because the consumer is the real shareholder of a company’s reputation, live-growing or live-dismantling it, there’s a need to analyze and develop an hyphenated approach of marketing.

This is the aim of this white-paper called “The H-Word: towards a new social marketing approach”. It’s not a final doctrine nor a comprehensive methodology. It’s more a call to conversation, sharing-knowledge, debate. Feel free to engage the debate.

 

 

Hyphenated Marketing, A New Social Media Marketing Approach

July 18th, 2011

Google + is creating the future of drag & drop shopping

by Laurent François

Citizens!

Comments have been massively done on Google +. In France, the first users were geeks or marketers and it gave a pretty disappointing user experience. Basically because the 1st stage of Google + propagation was done on a very “old” trick: static address books. If it worked well for MySpace or Facebook ages ago (“log and see”), Google + has a very different target group: people with huge social networks’ experience, and worldwide.

Google lacks this dynamic strategy to acquire new publics: one of the easy bets is that all the next big Social Media successes will be based out of a simple “emails propagation” but through true missions or “call to actions” towards targeted audiences. FourSquare’s a good example: the first promise is to unlock badges, after registering.

The only true revolution when it comes to Google + is all about the “drag and drop” dimension: a more intuitive web, focusing on a more human interaction. Pearltrees made it right, focusing first on dynamic affinities, using only THEN other social networks. My circles are today based on “real” friends and I’m added by a large amount of people through my blog or twitter. But I don’t care who these guys are as they don’t enter through my interests and I don’t have time to map them all!

In Pearltrees mechanisms, it’s the straight opposite value proposal: I feed my own interests, then I can grab others’ values, and only after that will I try to know who theses guys are.

The true revolution for Google + lies in non “user-centric” stuff but on “site-centrics” ones. It is now still very hard to see a true brand’s “web based” coherence. In Europe, when you enter a shop, it’s not yet “diving” into a 360° brand site, but still “brick&mortar”. But the last forecasts demonstrate that all the streets, all the shops will get some screens, that you can touch or not. The “drag and drop” logics that is tested by Google + will be the bone of contention to drive consumers to “purchasing” or spending more time with the brand. To make them come back, to use them as marketing trojans, to better understand them. Google + will be the “consumers’ front-office” of all the core competences of Google: suggesting consumers’ journey, tailoring keywords and intents. Not recommending but suggesting. Quiet a different business.

 

Google + is not a Facebook killer. It’s probably an intent to shape what will be the “brand-sites’ marketing” in the last 5 years. Shall we make a bet?

 

May 31st, 2011

Marketing of cosmectics & beauty: the next future with Shiseido

by Laurent François

Citizens

Shiseido gives a good trend on what cosmectics & beauty retail/shops will look like. 2 statements on cosmectics & beauty marketing in brick&mortar shops in Europe:

  • Consumers are more and more well informed thanks to beauty & cosmectics bloggers, journalists, media. It’s really difficult for sales to add value when a consumer comes in shops. That’s the reason why we’ve launched for L’Express Styles (the media group I work for in France) a true digital beauty centre, in order to become a hub for sharing knowledge, tests, testimonials with beauty experts, and journalists among final consumers (they can get a sample of a product and add comments to experts’ point of view)
  • More generally, if the ads are really beautiful and can make you dream on TV, it’s pretty disappointing when you go in shops: it’s like going to supermarkets, and it’s like if there was a leakage on the communication chain

Shiseido answered to these 2 gaps in their new shop:

  • on the 1st floor, mirrors are digital: once you scan a barcode, you can see a glimpse of what it looks like on your skin. It also gives add-ons to amplify the user experience (tips & tricks, advices, experts’ POV…)
  • on the 2nd floor, Shiseido mix real life experience like in a beauty centre, and technologies to endeavour web-based conversations with their experts. We can imagine that there’ll soon be FAQs based on the history of conversations with the consumers

When Social @ Marketing gives more sense to the value chain for the brand and the consumer…